UK-based B2B software startup Souk has raised $1.6 million in pre-seed funding to build its AI-powered partner management platform. The funding round was led by Sure Valley Ventures, with support from Antler, Fuel Ventures and several angel investors from the B2B software industry.
Souk was founded in July 2025. The company is developing an AI Partner Manager that helps businesses manage and bring inactive partner relationships back t\o life.
Souk is mainly targeting companies that use partnerships to find and reach customers. Many of these businesses still manage their partner relationships using spreadsheets, emails and other manual tools, which can take a lot of time.
According to Souk, companies often spend more time finding new partners while existing partners become inactive. The company believes businesses can generate more revenue by keeping more of their existing partners engaged and active.
The main part of Souk’s platform is Coco, an AI agent that can handle different partner management tasks. It can help find new partners, keep them engaged, track their performance and manage payments.
Souk says early use of Coco has helped identify partnerships with the potential to create a seven-figure sales pipeline and has helped the startup win contracts with several unicorn companies. The company also says its platform has reduced the amount of manual work needed to acquire and manage partners.
“Partnerships are how most business gets done, yet the software supporting them has barely evolved. Companies spend enormous energy signing partners only to watch 80% of them go silent. With Souk, we are building Coco to handle the heavy lifting, keeping partners active and turning dormant networks into predictable revenue engines, “said Leo Crowe, CEO and co-founder of Souk.
Souk will use the new funding mainly to improve and develop its product. The company will focus on strengthening the core technology behind its AI agent, Coco.
The startup also plans to improve Coco’s AI capabilities so it can better manage partnership activities and help businesses handle their partner relationships more efficiently.
